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4 min read

THE HRA RENAISSANCE IS HERE

 

THE HRA RENAISSANCE IS HERE

Health risk assessment — three words that either send chills down a healthcare marketer’s spine or have them jumping for joy. Because when they’re done right, HRAs can be a gold mine of first-party data and an invaluable resource for directing patients to any number of service lines. But when done wrong, they can end up causing more tribulation than triumph. In other words, things are going to fail if you don’t set them up for success.

And you don’t have to reinvent the wheel, either. Most healthcare systems have utilized HRAs at some point or another, which means you likely have an existing one hiding in your archives. If you didn’t get the results you wanted the first time around, that doesn’t mean you need to scrap it and start all over. Take what you’ve got and breathe some life into it for a more optimized approach.

SUCCESS LIES WITHIN THE STRATEGY

If a health risk assessment doesn’t seem like something that can be rejuvenated, think again. We’ve learned, from experience, that you can take a new spin on an old idea and produce results you never thought possible. And we’re taking a moment to share our biggest takeaways from those experiences.

  • Have a taste of your own medicine. If you’ve tried HRAs in the past and they haven’t worked, there’s an easy way to start diagnosing the problem: Fill it out yourself. How long is it taking? Are there more steps to it than people are willing to take? Walking in your patients’ shoes can show you what’s going right and what isn’t.

  • Get your ops in order. A great HRA can lead to a major influx in patient volume, which can be overwhelming for an unprepared operations team. Take time to train them so they can be ready for the success coming their way.

  • Open the floodgates… eventually. Gating HRA results is a simple, yet powerful, move. Requesting an email to send results to — rather than providing them instantly — automatically places future patients in your funnel. You can build on that momentum by creating long-term communication plans with multi-drip email campaigns.

  • Take a quizzical approach. The name “health risk assessment” doesn’t exactly scream fun… but that doesn’t mean having fun with it is impossible. You can bring people in with interactive opportunities like quizzes. For example: a “test your heart health knowledge” quiz that ends with a prompt encouraging quiz-takers to learn more about their own heart health.

Are you thinking about dusting off the old HRA? We’ve got some ideas to share.

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